For the past 15 years Parsons students have collaborated with MBA students from Columbia University to develop brand-strengthening design solutions for luxury companies such as Cartier, Christian Dior, Hermès, Lalique, Louis Vuitton, and Luxottica.
Students meet at Parsons, Columbia University, and the offices of the companies’ chief executives for discussion and working sessions.
For spring 2009, student projects shifted focus from product innovation to look at how design and marketing can be used to sell a luxury experience.
Students developed new business models for many companies and products.
Projects for spring 2009 included a next-generation retail experience for Cartier; a luxury service program for Christian Dior; a marketing campaign for the launch of the first Hermès Boutique for Men; a branding strategy, including an integrated marketing campaign and limited-edition packaging, for the 150th anniversary of Lalique; a campaign to promote Louis Vuitton’s accessory collections; and, for Luxottica, marketing strategies for Ralph Lauren Purple Label Eyewear.
The course includes Parsons students from Design and Management BBA, and the Communication, Product, and Fashion design BFA programs, as well as MBA students from Columbia University.